🎙️ Sophie Hood on Building Seoul Tonic: From Australia to New York, Amazon, Retail Strategy & Scaling a Wellness Brand

What does it really take to build a modern wellness brand and have the ambition to take it global?

In this episode of Process, Arielle Thomas sits down with Sophie Hood, founder of cult-favourite tonic brand Seoul Tonic, to unpack the creative and commercial decisions behind moving to New York, scaling through retail, navigating Amazon, and positioning a product for international success.

Sophie is one of Australia’s most exciting women-led founders to watch, and in this conversation, she shares the unfiltered reality of entrepreneurship: from winning Food Stars and landing major retail opportunities, to managing inventory pressure, pitching airlines like Qantas, and building a brand that resonates in the hyper-competitive U.S. market.

This episode is a masterclass in creativity meeting commerce. Perfect for founders, brand builders, marketers and anyone curious about what it actually takes to turn an idea into a global consumer brand.

✨ In this episode, Sophie and Arielle cover:

• Moving from Australia to New York and why global ambition changes everything

• The early creative vision behind Seoul Tonic and finding product-market fit

• What winning Food Stars taught Sophie about pressure and opportunity

• How to position a wellness product for premium retail

• Scaling from independent stores to national distribution

• Inventory, supply chains and the realities of cash flow

• Why community and in-store experience matter more than ever

• The brutal truth about launching in the U.S. market

• How Amazon really works. Seller Central, fulfilment and margin games

• Differences between U.S. and Australian e-commerce

• Pitching to major partners like Qantas

• Launching new product lines and beauty brands

• Why financial modelling is a non-negotiable skill for founders

• Her up-and-coming 2nd business, this time in the beauty space!

  
  

  Find Sophie on Instagram here.

  Find Seoul Tonic on Instagram here.

  Find Process the Podcast on Instagram here.

  Find your host Arielle Thomas on Instagram here.

  
  

  See you next Tuesday!

In episode three of Backbone, we get into the numbers that actually keep your business alive: cash.

Profit might look good on paper, but cash is what pays your bills, your team, and you. And yet, cash flow is one of the most misunderstood (and least confidently managed) parts of running a business.

So this week, we cover:

• Why profit ≠ cash, and how profitable businesses still run out of money

• Why cash flow is the most important metric to understand as a founder

• How to think about managing cash flow day-to-day (not just at tax time)

• Practical measures to safeguard your cash flow as your business grows

• A simple walk-through of the key line items in a cash flow statement — and what they actually tell you.

If you have any questions, about cash slide into our DMs.

We want to keep this conversation going!

Find Process the Podcast on Instagram here.

Find So Invested on Instagram here.

And if you haven’t already, hit Follow in your podcast app (it really helps our small businesses grow)!

See you next Thursday for our last episode of Backbone!

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In this special petit episode of Process, Arielle Thomas shares what’s next for the podcast and why it’s evolving into something much bigger than conversations behind a microphone.

From building a recognisable visual identity to creating a physical creative space in Sydney, Arielle reflects on the realities of podcasting, the importance of consistency, and her long-term vision for cultivating a thriving creative community.

She opens up about the challenges and rewards of running a creative podcast, how collaboration has shaped the journey so far, and why hosting events and bringing listeners together in real life is the natural next step for Process.

This episode is an invitation into the future of Process: a place where ideas are exchanged, careers are sparked, and creativity is treated as a shared practice, not a solo pursuit.

✨ What You’ll Hear in This Episode🎧 About Process

• Why podcasting is both an art and a long game• The vision for Process as a leading creative podcast• Plans to build a physical creative hub in Sydney• How community and collaboration drive growth• The role of visual identity in building a recognisable brand• Creating spaces that feel welcoming and creatively charged• Why consistency matters more than perfection• How listener engagement shapes the future of the show• Hosting events and real-world creative gatherings• Where Process is heading next

🎧 About Process

Process explores the journeys behind creative careers — from fashion and media to design, publishing, film and entrepreneurship. Each episode unpacks how ideas are built, how brands evolve, and what it really takes to create meaningful work in today’s cultural landscape.

To learn more about the clubhouse, head to cinemathom.com/clubhouse

Find Process the Podcast on Instagram here.

Find Process the Podcast on Tik Tok here.

Find your host, Arielle Thomas, on Instagram here.

See you next Tuesday!

Welcome to episode two of Backbone! The four-part mini series where we discuss the financial side of building a business.

Today, we get into the structures that sit underneath your business and the tax impacts of each!

Whether you’re just starting out, running a side hustle, or transitioning into something more complex, the way your business is set up has real implications for tax, cash flow, and risk. And yet, this is one of the least openly discussed parts of being a founder.

So, this week, we have the candid tax conversation that no one seems to be having.

In this episode, we cover:

• The common business structures available to new and growing business owners

• How and when structures tend to change as your business becomes more complex

• The tax realities founders often avoid (and why that’s risky)

• Our perspective on when to bring in an accountant, bookkeeper, or advisor and what to look for.

This episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.

It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.

Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠

Legendary fashion and celebrity photographer Ben Watts joins Process for a conversation about longevity, instinct, and building a career in one of the most competitive creative industries in the world.

From photographing icons like Heath Ledger to navigating the shift from film to digital, Ben opens up about the mindset that has sustained his decades-long career. Why being a great photographer starts with being a good people person, how to develop a recognisable style, and what it really takes to earn trust with world-famous talent.

Host Arielle Thomas and Ben dive into the realities of hustling early on, the impact of social media on modern creatives, and why dignity, curiosity, and enjoyment remain at the core of meaningful work.

It’s an honest, insightful look at how to stay creatively fulfilled while operating at the highest level.

• Why being a people person is as important as technical skill

• How Ben built trust with A-list talent

• The difference between chasing trends and developing a signature style

• What the transition from film to digital changed forever

• How social media reshaped the photography industry

• The role of hustle and adaptability in long creative careers

• Why dignity and professionalism still set people apart

• Staying authentic in a competitive field

• Finding joy in the process—not just the outcomes

• Becoming the person people want to hire again and again

Find Ben on Instagram here.

Find Ben's extensive portfolio of work on Art Dept.

Find Process the Podcast for the visuals of Ben's work and this episode here.

Find your host, Arielle Thomas on Instagram here.

Welcome to Backbone: a four-part mini series all about the financial backbone of building a business, side hustle, or freelance career.

We talk endlessly about the exciting parts of building something - the idea, the creativity, the passion, the momentum. But behind the scenes, it’s often the money side that feels confusing, intimidating, or easy to avoid. And more often than not, businesses fail because the financials were ignored.

There’s a huge gap in how openly we talk about money as founders. The messy bits. The avoidance. The “I’ll deal with it later” moments. This series is about closing that gap and helping you build confidence with your numbers.

Episode one starts with the foundation: accountability. Not outsourcing responsibility, but learning to work alongside experts and developing the mindset that you need to understand what’s happening with the money in your business.

In this episode, we cover:

• What an accountability mindset really means
• The common barriers that stop founders from taking control of their finances
• How to shift from pure creativity into commercial
• Practical, realistic ways to build money check-ins into your routine

If you hear us mention the Money Type Quiz, you can find it here: Money Type Quiz

And if you hear us yapping about finding new communities that support you, we recommend Butter App

This episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.

It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.

Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠

Find Process the Podcast on Instagram here.

Find So Invested on Instagram here.

See you next Thursday!

In this episode of Process, host Arielle Thomas sits down with American mindset and confidence coach Brian Siegal to unpack how creatives and entrepreneurs can break free from limiting beliefs, perfectionism, and procrastination, and build a mindset that actually supports growth.

Brian shares his deeply personal journey from struggling with obesity and self-doubt to becoming a sought-after coach for creatives, founders, and high performers. Together, Arielle and Brian explore how identity, self-talk, and unconscious narratives shape the way we show up, and how to actively rewrite them.

This conversation is both practical and perspective-shifting, offering tools you can apply immediately if you’re feeling stuck, overwhelmed, or caught in cycles of overthinking and inaction.

Whether you’re a creative entrepreneur, founder, or someone craving more confidence and clarity, this episode is a masterclass in mindset coaching, personal growth, and creative self-leadership.

• How limiting beliefs silently sabotage creative confidence and momentum

• Why procrastination is often rooted in fear, not laziness

• The role of self-awareness in personal and professional growth

• How Brian reframes mindset challenges with creatives and entrepreneurs

• The Wheel of Life exercise and how to use it to assess balance and direction

• Why accountability and community accelerate creative success

• How perfectionism blocks progress — and how to move forward anyway

• What to look for when choosing the right mindset or confidence coach

• Mindset coaching for creatives

• Confidence-building for entrepreneurs

• Overcoming procrastination and perfectionism

• Personal growth and self-belief

• Reframing limiting beliefs

• Accountability in the creative process

• Growth mindset tools and exercises

This episode is for:

• Creative entrepreneurs feeling stuck or self-doubting

• Founders navigating fear, burnout, or indecision

• Anyone struggling with confidence, procrastination, or perfectionism

• Creatives looking to build a sustainable, growth-oriented mindset

• “Why do I know what to do, but still don’t do it?”

• “How do I stop overthinking and start taking action?”

• “How can I build confidence without waiting to feel ready?”

  
  

About Brian

Brian Siegal is an American mindset and confidence coach who works with creatives and entrepreneurs to dismantle limiting beliefs, strengthen self-trust, and build clarity-driven momentum. Drawing from his own lived experience of personal transformation, Brian helps high-performing individuals align their inner narrative with the life and work they want to create.

About Arielle

Process is hosted by Arielle Thomas, exploring the behind-the-scenes thinking, habits, and systems that shape creative success. Each episode breaks down the inner and outer work required to build meaningful careers and lives.

2025 changed me.

Not because everything went perfectly, but because it forced me to confront where I was avoiding discomfort, overcomplicating decisions, and staying too close to what felt familiar.

In this solo episode, I’m reflecting on the lessons that shaped my business and personal growth over the past year, and how I’m intentionally designing 2026 to be bigger, steadier, and more aligned.

I share what it really takes to move from project-based chaos to retainer stability, why accountability is non-negotiable in business relationships, and how building systems (even imperfect ones) can radically reduce decision fatigue and burnout.

We talk hiring before you feel “ready,” expanding your thinking globally, and why embarrassment is often the entry price for your next level.

This episode is for founders, creatives, and operators who know they’re capable of more, but also know that growth rarely arrives without friction.

If you’re standing at the edge of your next chapter, this conversation is an invitation to step forward anyway.

If you loved this episode, please leave us a review!

You can find us on Instagram: @processthepodcast

Find your host Arielle Thomas on Instagram: @arielle.thomas

See you next Tuesday!

In this episode, we sit down with Stephanie Somebody — the Melbourne-born art director and still-life photographer creating world-class imagery for brands like Goop, Aesop, and the most coveted names in beauty, lifestyle and luxury.

But her story didn’t start in glossy studios or global campaigns.

Stephanie shares the unexpected, unglamorous chapters of her early career, the moments that shaped her creative instincts, and how she carved out a niche so distinctive it now takes her around the world.

We go deep on the evolution of her eye, the discipline behind building a visual signature, and what it really takes to make work that stops people in their tracks.

Whether you’re in the creative industry, building a brand, or dreaming of a more artistic life, this conversation is a masterclass in vision, reinvention, and backing yourself long before the world does.

Find Stephanie on Instagram here.

Follow your host Arielle Thomas on Instagram here.

Follow Process the Podcast on Instagram here.

See you next Tuesday x

In this episode of Process the Podcast, Arielle Thomas sits down with Eleanor Pendleton, founder of Gritty Pretty and now the visionary behind her new brand, Haleau. The girls unpack a thoughtful and open conversation about the evolution of media, the courage to start again, and what it means to create from a place of authenticity.

Eleanor reflects on her journey from digital publishing to brand ownership, how building Gritty Pretty shaped her understanding of storytelling, and how that experience inspired a more intentional, skin-first approach to beauty with Haleau. Together, Arielle and Eleanor explore the intersection of creativity, sustainability, and purpose, and the ongoing process of balancing motherhood, business, and self. Eleanor Pendleton articulates what it takes to do what's truely right for you even when others are depending on you. 

This is a conversation about reinvention, community, and creating beauty that means something, both inside and out.

Follow Haleau Beauty on Instagram here.

Follow Eleanor on Instagram ⁠here.⁠

Check Haleau Beauty’s website here.

Follow your host Arielle Thomas on Instagram here.

Follow Process the Podcast on Instagram here.

See you next Tuesday x